Editor’s note: Emily James is marketing content writer at marketing research firm FlexMR, London. 

The task of a researcher today is not as easy as it once was. With the catalyst of technological advancement, traditional qualitative and quantitative market research are joined by numerous denominations of behavioral science, ethnography, machine learning and AI, social media intelligence techniques and so much more; each technique is a puzzle piece capable of fitting in alongside many others in order to create the best tailored research schedule.

It can sometimes be hard to keep track of research best practices and techniques to make sure that you get the best out of your research experience. This is especially true in regard to social media intelligence given that this technique is very public. Here are a few mistakes researchers should avoid when fitting social media intelligence in alongside more traditional research.

1. Not knowing the different facets and capabilities of social media research. 

Social media research started out as just the monitoring of social media channels. The concept has since grown to cover many facets ranging from monitoring, listening and mapping, to analytics and intelligence. Social media intelligence is the most evolved version of social media research today, incorporating the monitoring, listening and analytic techniques of social media data.

Failing to understand the capabilities and limitations of each facet of social media research will result in a lack of knowledge about what you can actually do and stand to gain. This is especially prominent when fitting social media research into active research strategies with more traditional techniques involved and allows for uninformed research to take place. This will always lead to substandard data and insights which are not fit for the purpose of the research experience and the decisions that it will be used t...